Marketing research is a key vehicle for understanding customer's expectations and perceptions of services offered in a retail environment. A company that does no marketing research is unlikely to understand its customers and may fail to adapt to customers changing attitudes and behaviour.

A measurement scale that is widely used to measure customers perceptions of services offered in a retail environment is SERVQUAL. SERVQUAL normally contains five dimensions of service quality.

Search the academic databases via Google Scholarto find articles that have used the SERVQUAL framework. Some articles even include a SERVQUAL questionnaire.

Design a very brief one-page questionnaire (maximum 10 questions) for measuring service quality perceptions of customers at the new Tesla store in Chadstone Shopping Centre (using the SERVQUAL framework). use an appropriate measurement scale.

As the SERVQUAL framework was predominantly developed for use in a Western context, do you foresee any problems when used in a non-Western context?

What were thr criteria for choosing the measurement scale in your questionnaire?